Why I started "If I was X" — my mini-SEO-audit newsletter on LinkedIn

SEO content on LinkedIn has a problem. It's either too abstract ("here are 27 ranking factors in 2026") or too empty ("remember to optimise your title tag"). It's rare that anyone dares to point at a specific website and say: "If I ran this — this is what I'd fix first."

That's exactly what I do every week in my LinkedIn newsletter, "If I was X: Mini SEO checks". I take a real company — often one you know — and run a small, concentrated SEO audit in under 5 minutes that you can read with your morning coffee.

What you get in every issue

Every issue follows the same, battle-tested structure so you know exactly what you're getting:

• One real company — picked from Danish and international brands you know or run into online. From ecommerce and SaaS to nonprofits and household names.
• Three concrete SEO observations — the things I'd fix first if I owned that site. No fluffy "remember your keywords" advice. Actual issues: a broken internal link structure, missing Schema.org, a product page cannibalising its own category.
• One clear takeaway you can apply to your own site the same day. The goal is that you close the newsletter with at least one thing you can act on — not just something you nod at.

Why this exact format

Because what I missed most when I was learning SEO myself was seeing it applied to real sites. Everyone talks about "best practices" in the abstract, but what do they actually mean in practice when you're staring at a Wix store or a WooCommerce-heavy B2B seller? By pointing at concrete examples every week, the principles turn into something you can genuinely transfer.

The format is also short on purpose. I respect that your inbox is full of newsletters. So I only promise one thing: 5 minutes, three observations, one practical takeaway. No more, no less.

Who is the newsletter for?

You'll get the most out of it if you're one of the following:

1. In-house marketer or SEO lead — who wants to see how a freelance SEO specialist tackles real sites, without reading a 40-page audit report.
2. Founder or ecommerce owner — running a site yourself who wants to understand what actually moves rankings, without hiring anyone.
3. Freelancer or agency SEO — looking for new angles, ideas and examples you can bring back to your own clients.
4. Curious marketer — who just wants to see what's happening "under the hood" of the brands you meet every day.

It's not meant as a pure beginner newsletter, but I always explain why I'm proposing something, so you don't have to be a specialist to follow along.

How to subscribe

It's completely free, and there are no hidden hoops:

1. Go to "If I was X: Mini SEO checks" on LinkedIn.
2. Click "Subscribe" (requires a normal LinkedIn account).
3. Every new issue lands in your LinkedIn inbox and email, depending on your notification settings.

500+ readers already follow along — and the list grows every week. Because it's hosted directly on LinkedIn, there's no external email list I can spam you with, and you can unsubscribe with one click any time.

Why LinkedIn and not Substack or my own email list?

Honestly? Because that's where my audience already is. I have 8,000+ followers on LinkedIn, and most of the people I want to help — in-house marketers, founders, ecommerce managers — are logged into LinkedIn every day anyway. Why force them to set up yet another subscription somewhere else?

The format also works better there. On LinkedIn people can comment directly on the audit, share it with a colleague or ask a follow-up question. That's something I could never achieve with a classic email list. Half the value emerges in the comment thread.

What should you read first?

A few of the previous issues I'm particularly proud of:

• A mini-audit of a Danish fintech startup, where I pointed out three technical-SEO issues their own agency had missed for three months.
• A breakdown of an international beauty ecommerce store, where faceted navigation was quietly draining their crawl budget without anyone noticing.
• A quick look at a large Danish public sector site, where simply cleaning up internal-link anchor text would meaningfully lift several critical commercial pages.

All of them sites, brands and situations you probably know. All of them concrete things you can transfer to your own site the same day.

Want it straight from the source?

The newsletter is where I publish new mini-audits first. To make sure you don't miss any, subscribe to "If I was X: Mini SEO checks" here.

And do you have a specific company you'd like to see audited? Send me a message on LinkedIn — I'm happy to take reader submissions, and if your suggestion is interesting, it might be the next issue. Need a full SEO audit of your own company? You can also reach out directly.